“Strategizing Sales and Marketing Ecommerce”

By
Mr ADNAN AHMED
USN: ICY18MBA03
MBA: 4th Semester
Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELAGAVI
in partial fulfilment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the Guidance of
INTERNAL GUIDE EXTERNAL GUIDE
Prof Sandeep Kumar Mr Prasanna Kumar
Associate Prof/Head Of Store Manager
Department PUMA India Sports
Pvt Ltd

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

C M R INSTITUTE OF TECHNOLOGY
#132, AECS Layout, ITPL Main Road, Kundalahalli,
BENGALURU-560037
JULY 2020
 DECLARATION

I, Mr ADNAN AHMED, hereby declare that the Project report entitled “Strategizing Sales and
Marketing” prepared by me under the guidance of Prof Sandeep Kumar, faculty of MBA
Department, CMR Institute of Technology and external assistance by Mr Prasanna Kumar,
Store Manager, PUMA. I also declare that this project work is towards the partial fulfilment of
the university regulations for the award of degree of Master of Business Administration by
Visvesvaraya Technological University, Belagavi. I have undergone a summer project for a
period of six weeks. I further declare that this project is based on the original study undertaken
by me and has not been submitted to any other University/Institution for the award of any
degree/diploma.

Place: ADNAN AHMED

Date: USN: 1CY18MBA03

 ACKNOWLEDGEMENT

I have been fortunate enough to get good timely advice and support from a host of people to
whom I shall remain grateful.

I take this opportunity to express my heartfelt thanks to Dr. Sanjay Jain, Principal, CMR
Institute of Technology, Bangalore, for his support and cooperation to undertake and complete
the project work.

I am extremely thankful to Prof. Sandeep Kumar, Head of the Department of Management

Studies and Research, CMR Institute of Technology, Bangalore, for his advice and support
throughout the completion of the project work.

It gives me immense pleasure to record my thanks to my Internal Guide, Prof. Sandeep

Kumar, CMR Institute of Technology, Bangalore, for his valuable guidance and untiring
support and cooperation in completing the project work.

I acknowledge the insights provided by my External Guide, Mr Prasanna Kumar, Store

Manager, PUMA which helped me to a great extent in completion of the project work.

And finally, there is deepest of thanks for the patience and cooperation of the family and
friends, without whom the endeavour would not have been possible.

Mr ADNAN AHMED

USN: 1CY18MBA03
 TABLE OF CONTENTS

Chapter Page
CONTENTS
No. No.

Certificate 3
Declaration 4
Acknowledgement 5
List of Table 7-8
List of Charts 8-9
EXECUTIVE SUMMARY 10
1 INTRODUCTION 11
1.1 Industry Profile 11-14
1.2 Company Profile 15-36
Promoters, Vision, Mission, Quality Policy. Products / services,
Infrastructure facilities, Competitors’ information, SWOT Analysis,
Future growth and prospects and Financial Statement Analysis
2 CONCEPTUAL BACKGROUND AND LITERATURE REVIEW 37
2.1 Theoretical Background of the Study 37-40
2.2 Literature Review 40-45

3 RESEARCH DESIGN 46
3.1 Statement of the Problem 46
3.2 Need for the Study 46
3.3 Objectives of the Study 46
3.4 Scope of the Study 46
3.5 Research Methodology 47
3.6 Hypotheses 47
3.7 Limitations of the Study 48
3.8 Chapter scheme 49
4 DATA ANALYSIS AND INTERPRETATION 50-68
5 SUMMARY OF FINDINGS, SUGGESTIONS AND 69-71
CONCLUSION
69
5.1 Findings of the Study
70
5.2 Suggestions
71
5.3 Conclusion
BIBILIOGRAPHY 72
ANNEXURE 73-75

LIST OF TABLES

Table Page
TITLE OF TABLES
No. No.
1.1 Table showing The Directors of the Company 36
1.2 Table showing various Department Heads 36
4.1 Table showing Customer Preference Relating to a 51
Product
4.2 Table showing Optimum Delivery Time According to 53
Consumers
4.3 Table showing Choice of Shoe Brand 54
4.4 Table showing Channel of Purchase 55
4.5 Table showing Usage of Different Forms of Social 56
Media
4.6 Table showing Average Amount Spent on Shoes by the 57
Customer
4.7 Table showing Knowledge of Customers about NETFIT 58
Technology
4.8 Table showing Iconic Sneakers of All Time 59
4.9 Table showing Brand Preference on the Basis of Overall 60
Performance
4.10 Table showing knowledge of Respondents about Shivani 61
Baruah
4.11 Table showing Level of Agreement 63
4.12 Table showing the Online Channel Customers Use for 64
the Purchase of Shoes
4.13 Table showing the Frequency of Customers Shopping 65
Online
4.14 Table showing Informative Descriptions about the 66
Product
4.15 Table showing the Rate of Purchase of Product through 67
Billboard Advertisement
4.16 Table showing Brand Rankings in terms of Preference 68

LIST OF FIGURES AND GRAPHS

Chart Page
TITLE OF CHARTS
No. No.
1.1 Figure showing Organization Structure 28
1.2 Figure showing Finance Department Structure 29
1.3 Figure showing Retail Department Structure 30
1.4 Figure showing Marketing Department Structure 31
1.5 Figure showing Merchandising Department Structure 31
1.6 Figure showing Visual Merchandising Structure 32
4.1 Graph showing Customer preference Relating to a 52
Product
4.2 Graph showing Optimum Delivery Time According to 53
Customers
4.3 Graph showing Choice of Shoe Brand 54
4.4 Graph showing the Channel of Purchase 55
4.5 Graph showing Usage of Different Forms of Social 57
Media
4.6 Graph showing the Average Amount Spent on Shoes by 58
the Customer
4.7 Graph showing Knowledge of Customers about NETFIT 59
Technology
4.8 Graph showing the Iconic Sneakers of All Time 60
4.9 Graph showing Brand Selection on the Basis of Overall 61
Performance
4.10 Graph showing Knowledge of Respondents about 62
Shivani Baruah
4.11 Graph showing the Level of Agreement which affects 63
your Online Purchase Decision
4.12 Graph showing the Online channel Customers use for 64
the Purchase of Shoes
4.13 Graph showing the Frequency of Customers Shopping 65
Online
4.14 Graph showing Informative Descriptions about the 66
products
4.15 Graph showing the Rate of Purchase of Product through 67
Billboard Advertisement
4.16 Graph showing Brand Rankings in terms of Purchase 68
Preference
 EXECUTIVE SUMMARY

PUMA is renowned and accurate with the following: Sport, Legacy, Constant Technological
Innovation and Design. Puma is constantly bringing the different designs and a more attractive
outlook to every product that is involved of sport, fashion & lifestyle. This bringing in together
as one is known as “Sport lifestyle”.

In this particular research problem, the main focus in on how PUMA is partially failing to meet
the requirements in terms of sales and marketing through the use of Ecommerce when
compared with its fellow rivals who have cemented their position very securely.

The challenge for PUMA here lies as to how to capture the attention of the customer and come
up with innovative solutions to bring back its potential audience. All of this requires
tremendous amount of research which showcases where the company is failing in its
operations.

Data collection tools, observations etc have been practised, analysed and interpreted for better
understanding. In todays modern times it has become imperative for every organisation
operating in the ecommerce industry to always be one step ahead of their competitors and
always make room for new innovations and creations.

The various strategies that were implemented seemed to have failed for PUMA and this
becomes one of the biggest reasons as to why its not on the same page when compared with its
fellow rivals like NIKE, ADIDAS etc. The brand PUMA in a country like India should be able
to extract as much as possible due to the economic growth it offers.

In conclusion to all of this PUMA should add more product lines like it does in the American
and European market and incorporate those standards for a better overall shopping experience

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 INTRODUCTION

1.1 INDUSTRY PROFILE

E-COMMERCE
The word E-commerce is used everywhere these days. Be it private or the corporates use it to
communicate with a web-based online store using web browser or applications like Google
Chrome, Microsoft Internet Explorer or any other communicator for that matter. These Internet
stores provide or meet customer needs, like product catalogues, a shopping basket, and a secure
payment methodology.

In theory, to put that into perspective there are no boundaries when it come to posting on the
internet, it is just there available to all providing its services irrespective of the negative factors
that surround it. All of this ultimately gives rise to a wide array of opportunities that have been
provided to the common man rather than having to use the traditional or historical ways of
doing business online

Thus, E-commerce is conducting business transactions over the network by way of linked
computer systems. This way through the linkage the customers and the businesses can function
more smoothly with the greatest of efficiency. The business can conduct its activities and duties
more speedily and economically.

TYPES OF E-COMMERCE

BUSINESS TO BUSINESS

B2B e-commerce is a phenomenon that is always growing and making itself better constantly
by adding significant upgrades every now and then, it is the concept where businesses deal
with other businesses directly.

There is an overhaul of inefficient trading method. The Company can come in contact with
suppliers, check availability of products, place requests and track shipments with no human
help. In this day and age, organizations are utilizing innovations to make request among the
individuals, consolidate and use target showcasing exactly, fortify the business exercises, and
continually to search for better methods of dissemination.

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Example: GoDaddy

BUSINESS TO CONSUMER

Business to Consumer is the concept when businesses directly deal with consumers. The idea
behind it is to provide to the various needs of the customers through the use of e-commerce.
This type is one of the most common in urbanised areas or locations since these places have
better access to the internet. It’s easy, convenient, and best of all accessible at all possible times
and by just a push of a button your transaction or purchase is made.

Example: Amazon

CONSUMER TO CONSUMER

Consumer to consumer is the concept of e-commerce where consumers dead with fellow
consumers directly

Example: Olx.

Activities involved in E-commerce

 Market research

 Customer acquisition

 Vendor Management

 Advertising

 Providing item data

 Contacting clients

 Taking orders

 Tracking delivery

 Receiving and preparing installments

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 Ordering stock from distributers

 Cataloging

 After Sale Services

ADVANTAGES OF ECOMMERCE

Some of the organisational merits of doing business over e-commerce are as follows:

 The business can be conducted throughout without any breaks.

 The Products can be supplied to anyone, anywhere across the country.

 It enables customer requirements to be met by the sellers and suppliers all over.

 It empowers the sellers assemble a balanced relationship with its clients. Through hunt
apparatuses and client profiles, data can be changed to their necessities on request. It gives
deal backing to them.

 The people(customers) can stay up with the latest data, costly printed indexes and
administration aides can be supplanted by a solitary electronic item information base, which
must be stayed up with the latest consistently.

 The cost of keeping up retail outlets is diminished

 Business can be made robotized subsequently sparing time, assets and in particular cash –
the gracefully chain is abbreviated so conveyance times and expenses are decreased.

 Staff expenses can be decreased.

 To close, the administrations can be considerably more evolved, for instance, programming
and music can be conveyed immediately and efficiently by means of the Internet.

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DISADVANTAGES OF ECOMMERCE

 Technical skills required are complex and are not easily available

 To use ecommerce effectively, high speed internet is required which still does not have a
national outreach

 High overhead/delivery costs

 Synchronising safe encrypted payment gateways is still a tedious task

 Threat of hackers

 Lacks all around customer experience

SALES & MARKETING

Sales is the process of selling an amount of goods and services in a given period of time.

Marketing is process of enticing and promoting a particular good/service at a given period of

time.

Though Sales and Marketing are two different spheres the end objective of both activities is
relatively the same which is to acquire customers as selling is the final stage in marketing and
in the 4P’s, the function of this is to add value and desirability to the products and of sales is
so to close the at stages through different platforms and channels.

Tools of Online marketing:

 Display Advertising – conveying the advertisement message visually through logos, texts
or any different graphic etc for an increased ad effect.

 Frame ad (traditional banner) – they are the web banners which are enclosed within a frame
that you normally see on the web pages on the sides or that pop up in the middle of the
screen. It is more traditional than modern.

 Pop-ups/pop-under – the pop-up ad opens a web browser window under a website. These
are very popular and the advertisers use it very often.

5
Other tools include:

 Floating ads.

 Expanding ad.

 Text ads.

 Sponsored search.

 Social media marketing.

6
1.2 Company Profile

INTRODUCTION

Founded in Germany in the year 1948 by Rudolph Dassler, PUMA is one amongst the world’s
top sports brand that designs, develops and makes cutting edge footwears, apparels and
accessories etc. For over the past 69 years, PUMA has a well-established record of making
rapid& award-winning products made for the fastest athlete on the planet who is Usain Bolt
and the Arsenal football club, for Forever Faster.

PUMA has been an innovator, pioneer in the industry be it for introducing the legendary PUMA
King Boot which adored soccer fanatics throughout the 70s, 80s or the uncanny guerrilla
marketing style portrayed in the 90s.

PUMA offers execution and way of life items in group activities, running and preparing, golf
and motorsport. It additionally has a devoted line of golf hardware, clothing, footwear and
extras.

PUMA Sports India Private Ltd was established by PUMA SE in the year 2005, it was the last
entrant in the emerging multi-billion Indian market, and made a fast-paced climb to the top in
a period o3f 6years by 2013 PUMA had become the “Number One” sports brand in the country
due to strong upbeat all around strategy.

PUMA Sports India Private Ltd has a strong presence in the country as it has about 540 stores
and a strong ecommerce hold through its website and marketplace partners such as Myntra.

“Forever Faster”, is the spell binding motto of the company as PUMA drives to be the best
always pushing boundaries and preserving the spirit of sport, and reflects its mission as it is a
brand at the peak of innovation which orchestrates to make sport easier and fun in the fastest
way.

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THE BRAND VALUES

The PUMA brand is grounded in four characteristics: bold, sure, chose, and cheery. They move
us to beat our idle limit, and routine our comprehension and story in game to furthermore set
up integrity, realness, and an thankfulness for the games we work.

Challenging: We are courageous to confront difficulties.

Certain: Whatever we do, we do with principle.

Chosen: Nothing meddles with us and understanding our visions.

Upbeat: We live to play the game and we play with heart.

BUSINESS UNITS

Panther offers execution and game style items across six Business Units. The Business Units
are contained Team game, Running and Training, and Golf, which speak to our Performance
business; just as Motorsport, Fundamentals and Sport style and Accessories.

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TEAM-SPORT
The Team-sport business has a no-deal method to drive execution in football, cricket, etc in
each side of the world to the upside of the billions of individuals
that follow, observe and play the game. With Italy, Arsenal F C,
Bengaluru FC and B V B, PUMA has the most perfectly
awesome gatherings on earth. Gathering action goes past
customary football. Handball, rugby, cricket and volleyball
supplement our commitment.

Running & Training

PUMA's running and Training Business Entity takes PUMA's

ironic record inside running and circuits it with new sharp
authority propels in both footwear and clothing. This licenses
Puma to make each and every one of our competitors speedier,
while bringing style, approach, and strut to the universe of
Running and Training.

Motorsport

PUMA Motorsport makes noise far around the globe of race and
track with a significant exemplified inheritance in Motorsport
that returns to the furthest limit of the only remaining century,
PUMA is the excellent pioneer at the present time. After an
apparently interminable measure of time after year, PUMA has
been making famous things with style and disposition banding
along with the top level Motorsport brands, for instance, Scuderia Ferrari, Mercedes AMG
PETRONAS, BMW and Red Bull Racing..

9
Golf

PUMA Golf has spent significant time in bringing sharp, structure

forward, execution arranged golf attire, footwear and associates to the
arcade that aid golfers "Look Better. Feel Much improved. Play
Better." COBRA PUMA GOLF passes on a full heap of game-
changing, pioneering things, and configuration accelerative style that
help golfers things being what they are and levels value the game.

Accessories
PUMA offers accessories like watches, belts, caps, water bottles,
wrist and sweat bands, shoe cleaners, wallets, clutches for the ladies
and other related sports accessory to the customers.

VISION & MISSION

The Mission and Vision proclamation at PUMA accepts that its situation as the pioneer in Sport
way of life and running preparing, wellness gives it the chance and the obligation to contribute
for the ages to come. A more prominent universe in its vision, is to be more secure, more serene,
and more imaginative than the world we know today. The mission it has created to assist us
with remaining consistent with its vision, and its utilization it by continually inquiring as to
whether we are in effect Just, True, Positive, and Creative in all that it does. Panther
comprehends in that by remaining consistent with its qualities, moving the enthusiasm and
ability of individuals, working in economical, inventive ways, and giving a valiant effort to be
Just, True, Positive, and Creative, PUMA will continue making the items, and simultaneously
bring that vision of a superior world.

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SWOT ANALYSIS

SWOT investigation (elective SWOT Matrix) is a composed masterminding strategy used to

survey the Strengths, Weakness, Opportunity, and Threats drew in with an assignment or in an
endeavor. A SWOT assessment should be possible for a thing, spot, industry or person. It
incorporates deciding the objective of the endeavor or adventure and perceives the internal and
external factors that are ideal and irksome to achieving that objective. Defining the objective
should be done after the SWOT assessment has been performed. This would allow reachable
destinations or objectives to be set for the association.

STRENGTHS:

Strength (internal) is an asset, abilities, or different focal points relating with contenders. It is
the distinctive fitness that gives the association a similar favourable position in the commercial
market place. Market administration, public image, understanding, money related and human
asset, association system and unions are case of hierarchical quality. Company’s assets –
Technology, Skilled Employees and Good infrastructure.

 Strong Key – Personal interaction with different level of employees by higher authority.
 Company has a good marketing image.
 Professionally managed organisation.
 Worldwide.

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  Top 3 in the world

OPPORTUNITIES:

An opportunity (external) is a major favourable situation in the organisation’s environment.

An example of opportunity could be new market, higher economic growth rate, new clients,
new brands, new projects and technological changes.

 Continuous increase in demand for third party herring.

 Increase in new business ideas.
 Great brand image
 Price leaders

WEAKNESSES:

 High Competition.
 Higher advertising budget requirement.
 Tough competition in service industry.

THREATS:

A threat (external) is an un-favourable situation in the organization environment. The

introduction of a new contender, increasing bargaining power of external and internal parties,
massive changes in technology and regulations and interest rates, market growth are few
examples of organizational threat.

 Raising labour cost.

 Slower market growth.
 Change in economic factors.
 Increase in domestic competition.
 Potential for take-over.

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We can perform all these processes because of our standalone products which hasn’t been
remade by our competitors once the technologies is available to the competitors we may lose
our clients.

COMPETITORS INFORMATION

Nike

Nike, Inc. is an American worldwide endeavor that is busy with the

structure, headway, manufacturing, and by and large displaying and
arrangements of footwear, clothing, gear, embellishments, and
organizations.

Headquarters: Beaverton, Oregon, United States.

Adidas

Adidas AG is a German overall association, headquartered in

Herzogenaurach, Germany, that structures and manufactures shoes,
articles of clothing and enhancements. It is the greatest active apparel
maker in Europe, and the second most noteworthy on earth.
Headquarters:

Herzogenaurach, Germany.

Benetton Group

Benetton Group is an overall style brand, arranged in Poznan Veneto,

Italy. The name starts from the Benetton family who set up the
association in 1965. Benetton has an arrangement of around 5,000
stores in the essential worldwide business sectors it creates and sells
nice apparel and embellishments. Base camp: Poznan Veneto, Italy.

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CHANNEL MIX
PUMA disperses its items through three diverse circulation channels:

1. Wholesale
2. PUMA retail locations
3. Ecommerce

Rebate spoke to 73.2% of our net arrangements in 2015 and has persisted the premier
arrangements grid of PUMA. PUMA assumes the most significant advancement level for the
online business dissemination channel. The fundamental effort on Wholesale will be to revive
propelling joint thing and publicizing programs along with key records and to develop the
positive power of 2016. These key measures in sell-through duties are to grow the trade part of
our most noteworthy records in PUMA's supreme rebate net arrangements and thusly our net
arrangements value. In Retail, PUMA constant rolling the Forever Faster store structure at
zones overall all through 2016.The new and improved stores improve the organization's
situation in showcasing and narrating as they outline item advances and its advantages, in this
way fortifying PUMA's situating as a games brand. The "Forever Faster" idea lead to a 15 – 20
% expansion in net deal as indicated by the organization's own gauge. The outcomes
accomplished in 2016 give us that PUMA is beginning to pick up force: Throughout the year,
Puma centered and put resources into occasions, items, and crusades that made it once more a
stride nearer to turning into the Fastest Sports Brand in the World and meeting its objectives
and targets. The previous year was especially energizing and described by the accompanying
features: The football rivalries Copa America and UEFA Euro 2015, the Olympic Games in
Rio and the marvelous progression of our women's class ,PUMA continued making strides
along our five key needs: making brand heat for PUMA as the Fastest Sports Brand in the
World, extra refining the thing engine with a strong pipeline of empowering and business
things, smoothing out PUMA's spread quality through more grounded sell through, overhaul
of various leveled pace and trade frames similarly as strengthening PUMA's women's old news.

PUMA kept on reinforcing its associations with key vital records and manufactured new
organizations with solid retailers in both built up and developing markets. In India it was
granted an 100% FDI approval which now allows it flex all its muscles in retail and e-

14
commerce PUMA has planned to open more own and operated stores and also to up its product
offering in all platforms and portals in order for better connect and outreach which boost sales
and revenue.

It recently also got into a strategic partnership with Shop X a hybrid between B2C/B2B E-
platform that has a good grip in rural and tier two cities , this was a strategic move to help
PUMA increase the sell through and establish dominance in the above areas which has been
left untapped by other brands. PUMA has also improved its
other functions such as logistics and visual merchandising
where it even looks after these specific functions in partner
/franchise stores as well thus keep the organizational
benchmark high and delivering the desired results in India
and Globally.

Due to the above implemented strategy PSIPL saw a jump in

sales and it was the second largest contributor in the Asia pacific region after china.

INFRASTRUCTURAL FACILITIES

PUMA is in India is headquartered in Bangalore, Karnataka which not only serves as country
base but also the south base, In the north is it has a regional office in Gurgaon which also caters
to the east region, Mumbai serves as their west base.
PUMA is large company and has tons of products for efficient inventory management it has
three warehouses across the country
1. Bangalore
2. Mumbai
3. Gurgaon

The above three warehouses cater to the whole of the country, logistics is outsourced by DHL.

15
PUMA does not operate any factories in the country, it outsources from local manufacturers
from across the country like
1. Outdoor Clothing, Bangalore
2. Triangle Apparels 6, Bangalore
3. Aspen Crew Sportswear, Dehradun
4. JVS Sporting goods, Meerut

FUTURE GROWTH AND PROSPECTS

2017 was a decent year both for business and game. Since the execution of its turnaround
procedure in 2014, deals have developed by 40%, without precedent for the organization's
history, PUMA figured out how to surpass the four billion Euro mark in deals, item sell
through, both in retail locations and those of key retail accomplices has improved. The
organization got positive input on item runs, especially from retail accomplices.

PUMA's technique has kept on zeroing in on five needs:

• Increased brand heat

• A unobtrusive item range and offering

• Women BU improvement

• Enhanced nature of flow

• Managerial speed.

In 2016, PUMA's believability like a games brand was reinforced by abusing upon
organizations with standout competitors and groups. The Team sports business was reserved
by key cooperated groups winning a portion of the world's most renowned titles: BVB Burussia
Dortnund asserted the German DDB Cup, Arsenal FC won the FA Cup and Mexico's Chivas

16
made sure about the 2016 Liga NX Clausura title, while Argentina's famous group
Independient Buernos Alires commended the triumph of the Coppa Sudanericana.

The list of individual participants additionally indicated extraordinary exhibitions especially

Arsenal's Oliver who won the FIFA Piskas Award for "Objective of the Year" of 2016 and
Argentinian superstar Sergo broke the objective recordinggreatest for his club Manchester City.
On the item side, dispatch of two totally new football footwear establishments, PUMA ONE
and PUMA FUTURE, cementing the status as a main games execution brand.

A significant feature in the running class was the 2016 IAF World Championships and Usain
Bult's last race. The opposition put the focus on other PUMA competitors, for example,
Frenchmen Piere-Amboise, who won the gold award in the 800 meters. The conveyance of
eminent item advancements, for example, the progressive NETFIT footwear extend, adjustable
binding framework offers unending execution and style choices in a single shoe. Panther
additionally shocked the world with the pristine JAMMING innovation, an innovation with e-
TPU dots give high solace and vitality return.

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ORGANIZATION STRUCTURE

PUMA Sports India Private Ltd is a private limited non listed company, PUMA follows the
calendar year because it is an international company, it follows IFRS for promulgating its
financial statement, and the organization structure is illustrated below:

ORGANISATION STRUCTURE:

Fig 1.1
The company is headed by a managing director who oversees every aspect and activity of the
business under him are country heads for various departments such as retail, e-commerce etc.
The maximum power of authority and decision making is vested in the hands of the managing
director, his consent is mandatory for changes and approvals. The loss prevention department
is moreover an internal audit department which aims to minimize risk in the retail and financial
departments. The current managing director is Abhishek Ganguly.

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Finance Department Structure
The Finance Director reports to the managing Director, the former oversees all the financial
aspects of the firm like allocating funds to the various departments, making sure that the
financial statements are prepared according to mandate etc. the accounts department and the
loss prevention department come under the finance director where the managers in this
department report to a senior manager who directly reports the finance director. This signifies
strong delegation/segregation of duties with efficient monitoring.

FINANCE DEPARTMENT STRUCTURE

Fig 1.2
The finance manager reports to the the finance director who supervises the functions of the
accounts department & the loss prevention and all the personell who work for these
departments
The accounts depatments comprises of accounts manager and associates.
The loss prevention department comprises of associates and managers who perform risk
realted functions

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Retail Department Structure
Retail Director is the country head for retail operations, he overlooks every aspect and
functioning of retail like setting up of stores, allocating sale targets, the retail structure is further
illustrated below:

RETAIL DEPARTMENT STRUCTURE

Fig 1.3

As seen above this structure has been executed in 4 regions North, South, West & East, where
the respected regional managers report to the retail director under the latter are area retail
mangers who look after cities/districts, and all the store managers in various cities and districts
report to their respect area retail managers. The retail planning and business development
personal help track the products performance, orientation.

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E-Commerce Department Structure
The E-commerce reports to the managing director, under the ecommerce head are various
personnel who perform various functions, it consists of B2B manager who deals with portals
like amazon etc. for activities only B2B , a B2C manger is in charge of Puma.com and listing
products on other platforms a strategic manager who promulgates strategy , plans to combat
organizational threats, a business development head and support staff the ecommerce structure
is further illustrated below.

Marketing Department Structure

The marketing function is headed by a country head for Marketing, the promotion head will
report the managing director under the marketing heads are various marketing managers who
look after respective sports/Categories and oversee and execute all related marketing functions
involving them. The marketing structure is further illustrated below

Fig 1.4
Thus, the delegation based on category/sport PUMA divides it in order to reach out to target
audience and for full effectiveness.

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Merchandising Department Structure:

The merchandising head is responsible for selecting &developing the product line for the
country season after season, the merchandising structure is divided based on category which is
footwear, apparel & accessories. The merchandising structure is illustrated below:
Figure: Merchandising Department

Fig 1.5

The merchandising head reports to the managing director, under the merchandising head there
are category heads who look after respective categories and the functions needed to be
performed. Under category heads are managers and personnel like technicians etc. who
perform functions like planning Research & design etc.

Visual Merchandising Department Structure:

The head Visual Merchandiser looks after the in-store communication and look and feel of
stores he responsible with his team for designing campaigns and executing the same. The
former is aided by head of concept development, together these two orchestrate proceedings in
the 4 regions with respective regional visual merchandisers, and area visual merchandises who
report to their regional visual merchandisers.

22
VISUAL MERCHANDISING DEPARTMENT STRUCTURE:

Fig 1.6

23
Products / Services

Item Department

The Product Management divisions are separated into Apparel, Footwear and Fittings. Here,
everything fixates on the accreditations and acknowledgment of propensities and deals
considers, just as the advances of assortment and market designs that help satisfy hierarchical
goals and client needs and needs. Working intimately with the Design and Growth offices,
market and challenger concentrates on the overall level are additionally performed here. All to
accomplish the shared objective: an assortment that fulfills the market needs and energizes our
clients.

Advancement

The Development division is behind the improvement of our item contributions. This is the
spot surface, part, and material conclusions are made, the specific style delineation is figured,
and the fit control and seeing of all models are worked out.

The everyday work additionally incorporates correspondence and collaboration with makers
and segment providers, and the advancement of entire assortments along with Product
Management and Design.

Marketing

The principle employment of PUMA Merchandising is to guarantee that the brand system is
ideally actualized from a business perspective and according to our end clients. To do that, we
recognize business openings and aggregate persuading and gainful reaches which are
impeccably on top of the requests of the different business sectors.

Panther promoting additionally gives the groups from Product, Marketing, and Sales with
significant data, methodologies, and suitable devices for the accomplishment of PUMA.

24
Showcasing

Arranged in Boston, the Global Brand Marketing bunch is subject for the progression and
execution of overall market strategies, our worldwide and innovative advancing course, and
the brand history of PUMA. Everything here spotlights on these four place locales: Brand
Management, Consumer Marketing, Commercial Marketing and Marketing Planning.

Brand Management

The part of Brand Management consistently has an eye on the PUMA brand message. For this,
reports are composed, occasional briefings formed, brand guidelines set up, brand information
shared, and long haul brand methodologies made.

Purchaser Marketing

The Consumer Marketing office is answerable for the headway of a bound together promoting
arrangement. This incorporates over all the familiarity with significant correspondence
estimates, for example, item dispatches and advancing brand crusades.

Business Marketing

This is the place panther's planners are. Obviously, they are answerable for our advertising
technique. Yet in addition, the production of a showcasing plan and its correspondence to and
inside all retail, discount, and internet business channels.

Showcasing arranging

The showcasing arranging division is answerable for managing interests in the worldwide and
local promoting organization of correspondence arranging measures, working with our
provincial groups and driving the whole advertising planning measure. This is the place plans
are made and the establishment for the achievement of jaguar is laid.

25
HR

In the HR office, typically the accentuation is especially on one thing the agents and their
improvement and upkeep. The PUMA HR progression framework relies upon a viable thought.
This relies upon the early ID of capacity and its further progression in order to achieve an
improvement target which we by and large recollect unflinchingly.

As a working and organization orchestrated HR division, the associates go about as an

association among the chiefs and laborers and assurance that the necessities of all included are
thought of. In order to help our customers in all personnel matters, we continually improve our
hr frames to animate definitive efficiency.

Retail

The retail/deals group is liable for deals of the jaguar assortments (spring/summer and
fall/winter) and is composed into different territories, for example, retail establishments, web
based business, buying affiliations, sports retail locations, and numerous others.

Some portion of the group is in direct contact with the clients to set up what each deal group
has to know, specifically, what its clients need. These representatives are liable for introducing
the assortments at client destinations, working in our showrooms, and speaking to the brand at
expos. In any case, in the background, as well, a business group should be completely planned.
Deals uphold is occupied here with request passage, request preparing, and shipment.

Fund

Here it is about numbers. The worldwide budgetary control of panther is situated at its money
place in Herzogenaurach, Germany and in India it's housed in its Bangalore head office. The
vital part of the extent of obligations is the month to month, quarterly, and yearly monetary
records, money related corporate arranging, subjective and quantitative (budgetary)
examinations and announcing according to IFRS, elements of this office are as per the
following

26
E-commerce

The ecommerce department looks after the online sale channel its function is to synchronize
content, products for online sale on its own site and other portals the former being Puma.com
the latter being portals like Myntra, Amazon etc. The departments also work towards raising
the customer experience Online, in charge of logistics and outsourcing and all the support
activities.

Information Technology

PUMA's IT group, with existences over all locales, is accountable for creating and executing
IT methodologies and tasks. The objective of this office is to create and guarantee activity of
arrangements that best help business forms for all our inner clients: from item plan to deals,
from sourcing to retail, from accounting to stockroom. The application portfolio remembers
for house improvements and industry standard bundles, all utilizing PUMA's IT establishment
framework. The energetic individuals and apparatuses guarantee that PUMA will be
perpetually quicker and meet all goals. The IT department is very efficient and provides all
around support 24/7, it is housed by experienced skilled personnel.

Hierarchy of the Company

The Directors of the Company are as follows:

Abhishek Ganguly Managing Director

Vidya Srinivasan Finance Director

Vishal Gupta Retail Director

Table 1.1

27
VARIOS DEPARTMENT HEADS:

Finance Vidya Srinivasan

HR Manisha Agarwal

Marketing Debosmita Majumdar

Ecommerce Jackson Martinez

Merchandising Ashish Bajaj

Visual Merchandising Samarjit Kumar

Table 1.2

28
 CONCEPTUAL BACKGROUND AND LITERATURE REVIEW

2.1 THEORITICAL BACKGROUND OF THE STUDY

E-COMMERCE

E-commerce business is presently synonymous with the Internet around the world. Clients
private or corporate can speak with electronic online stores utilizing an internet browser or
application, for example, Microsoft Explorer or Netscape Communicator. An Internet store
gives all the offices a client needs, including an item inventory, a virtual shopping crate, and a
safe Visa instalment framework.

In principle, the Internet has no geological, political or worldly limits. It has a typical
foundation accessible to all. The all inclusive accessibility of access to the Internet, while not
fundamentally changing intelligent procedures, has made new chances and evacuated a portion
of the physical impediments of conventional techniques for directing business.

Along these lines, E-trade can be basically characterized as directing business exchanges over
electronic systems by method for connected PC frameworks. At the point when the idea was
initially presented, it was conceived that it would for the most part include business associations
connecting their PC frameworks to direct business with one another all the more rapidly,
proficiently and monetarily.

29
IMPORTANT ASPECTS OF ECOMMERCE

HYPERLINK

This is the featured content on a page. We can tap on a hyperlink and be steered to another site
page, either on a similar site or to an alternate site anyplace on the planet. Hyperlinks are
planned and set up to empower buyers to effectively explore and discover data and buy items
have better understanding.

INTRANET

It alludes to a shut network of clients, frequently inside an association. Intranets are intended
to be utilized for interior business purposes as it were. It utilizes norms and conventions as the
Internet, however with upgraded secret phrase and security assurance. Intranet sites can look
precisely indistinguishable simply like the Internet sites, yet typically a firewall encompasses
the Intranet to forestall access by unapproved clients. A firewall inspects all solicitations and
messages entering and leaving the Intranet and hinders any in the event that they are not
identified with the association.

EXTRANET

An Extranet is a development of an affiliation's Intranet. What is important is an Extranet is

accessible to pick people outside the affiliation. Various B2B trades are made over Extranets.
An individual can enter an affiliation's open webpage on the Internet, get a mystery key
authorisation and subsequently be coordinated to the affiliation's Extranet to lead trades and
get information not available to general society. Extranets are sometimes used to interface an
affiliation's corporate Intranet with the Intranets of the affiliation's suppliers, wholesalers and
corporate customers.

30
INTERNET BROWSERS

Web clients convey through their internet browsers, for example, Microsoft Explorer or
Netscape Communicator. The internet browser is a product utility program with a Graphical
User Interface which assists clients with exploring through the web. It will take a solicitation
and afterward communicates and gets data from different clients or data suppliers. Utilizing a
program, the client doesn't have to know the arrangement and area of the data required. They
can hop from site to site by tapping on hypertext joins.

ROUTE AIDS

Designers make route helps to empower clients to explore their way around a site. A route help
can be hyperlink text, fastens, and tables of substance or graphical images, for example,
symbols or pictures. Route helps are intended to permit clients to visit a site and direct their
exchanges instinctually, rapidly and effectively, moving among pages and re-following strides
as essential.

SITE SEARCH TOOLS

An online store utilizes a hunt device to assist clients with discovering results of their loving.
Strategies remember basic yet successful for highlights, for example, drop-down records,
where clients click a descending guiding bolt toward show a rundown of items or details from
which they may pick. Most site search apparatuses use ordering robots – programming which
electronically visits a site, follows all connections contained in that, and consequently records
the substance.

INFORMATION BASES

An online business needs to get to, stock, recoup, modify, and create information in a broad
assortment of plans. A data set is characterized as an assortment of data that is sorted out so
the necessary data can be immediately recovered, changed on the off chance that important,
and afterward the electronic picture refreshed. There are various restrictive information base
administration frameworks that can give the vital usefulness.

31
SHOPPING BASKETS AND CHECKOUT

The shopping basket is currently viewed as a standard part of every single online store. A
shopping basket records the continuous aftereffects of the requesting cycle, created from an
information base, and is successfully the interface between the client and the data set. In the
program, these outcomes show up on a website page that is refreshed each time a client adds a
thing to the truck. Shopping baskets are typically set up with the goal that the client can see all
subtleties of the progressing exchange on demand, whenever. At the point when all exchanges
are finished, the client is welcome to go to the checkout to finish the buying cycle.

The checkout is normally situated on a safe worker that ensures client installment data during
its transmission. For private ventures, standard programming modules can be purchased in for
the shopping basket and checkout measures. In such cases the installment cycle is steered to a
protected worker oversaw by an authority organization, for example PayPal. Most online stores
offer an assortment of delivery strategies with various timescales and costs. Some online stores
will pick transporters who have 'track and follow' checking systems accessible on the web.
Clients are furnished with the personality of the delivery operator and a reference for their
bundle. They would then be able to keep tabs on its development.

STRUCTURE DESIGN

An online business empowered site must incorporate components for clients to enter data, for
example, their name, address, and Visa number. This data is then put away in an information
base. Site engineers make structures for clients to finish. Most electronic structures include text
boxes joined with drop-down records to streamline errands for the client and to maintain a
strategic distance from record mistakes where conceivable.Research design is an arrangement
or plan done by the analyst for executing the examination study. It is the way toward leading
examination as it encourages deliberate work. The smooth direct of research will possibly occur
if there is a strong research plan behind it. The exploration configuration is structured as a
succession of steps set aside in front of effort to guarantee that the information will be gathered

32
in a manner which licenses investigation of the various speculations defined comparable to the
examination issue.

2.2 LITERATURE REVIEW

STRATEGIZING IN INDUSTRIAL NETWORKS: LARSS ERIK GADDE, LARS

HUEMMER (2003)

The paper gives an outline of the suggestions for planning offered by a modern system
viewpoint and a correlation of this view with vital administration thinking. The contention is
that it is pivotal for an organization to relate its exercises of different firms so as to improve its
exhibition, and it is through the nonstop joining and recombining of existing assets that new
asset territories are distinguished and additionally created inside business connections. From
the stance of a solitary organization, planning from a mechanical system viewpoint suggests
that the heterogeneity of assets between exercises across organization limits, and the sorted out
coordinated effort among the organizations in question, must be thought of.

Looking over Organizational INNOVATION CAPABILITY AND ITS EFFECT ON E-

COMMERCE INITIATIVES: ANEL. FRIHLUNG AND KUNG SLAU (2016)

The exploration utilizes a subjective way to deal with study the creative capacity of two
organizations and the result of curiosity on their E-Commerce activities, techniques, and
results. The Innovation Strategy Model is utilized in this exploration to examine the noteworthy
ability of the two associations. The contextual investigation research philosophy was chosen
and two contextual investigations are introduced. The exploration results show that one
association is further developed than the other in relations of its inventive capacity. A post-
study follow-up shows that the association that was high on inventive capacity was effective
in their E-Commerce innovativeness while the other association wasn't.

33
AN ESTABLISHED VIEWPOINT ON DEVELOPING AND APPLYING INTRANET AND
INTERNET BASED DATA SYSTEM: TOM BUTLER (2003)

This paper receives a constructivist, case-based examination technique to analyze the

development and use of intranet-and web based data frameworks (IS) in a solitary association.
Institutional hypothesis is utilized to name, explain and comprehend the promises of social
parts in the advancement of electronic IS. The discoveries delineate that:

(1) Social and hierarchical issues like those that plague 'customary' IS improvement emerge in
the development and execution of online IS; and

(2) Nurturing elevated levels of guarantee to hierarchical necessities is critical to the effective
turn of events and execution of online IS.

Choosing MARKETING STRATEGY: A CYBERNETIC PROCEDURES APPROACH TO

SCENARIO PREPARATION: ROBORT E. MOGAN (2002)

Notwithstanding the tremendous development of sensible, theoretical, and accurate

assessments in adaptation‐selection ask about, talk continues incorporating a key request: how
do firms intentionally coevolve, this paper effortsto address some part of this request by
drawing on advances in imperative choice theory and resource‐benefit speculation. A scenario‐
based bundle method based about the "think tank" delineated in the chief paper of this
exceptional issue is presented whereby displaying examinations of natural settings are depicted
which lead to a movement of recommended publicizing frameworks for response which fit the
developing circumstances. Various closures are gotten from this displaying procedure
confirmation measure finally, thought is given to issues of capriciousness and turmoil in natural
evaluation terms.

34
Planning ONLINE SELLING DEVICES: TRANSPARENCY LEVELS AND PRICES:
NELSON GRANADOS, ALOK GUPTA (2007)

The Sellers progressively contend with inventive Internet-based selling systems, uncovering or
market data. Straightforwardness technique that include system decisions by associations that
impact the attainable quality and ease of use of data about items and costs. We create choice
help models at providers to set costs for online instruments with various straightforwardness
levels. We did then observationally examine the value levels set via aircrafts across
straightforward and murky online travel services. Our outcomes propose that carriers can build
benefit by expanding value differentials. We likewise talk about application consensus and
restrictions of our outcomes.

Criticalness OF THE INTERNET TO HR PRACTITIONERS IN HONG KONG: ERIC W.T.

NGAI (2007)

Reason:

The purpose behind this assessment is to precisely take a gander at the perspective on the
hugeness of the web to human resource the chiefs (HRM) and to grasp the current human
resource (HR) practices and wants of the web to help HRM limits.

Structure/theory/method:

A composed survey study was used to assemble data from picked open associations refered to
on the Hong Kong Stock Exchange. Surveys were resumed by 137 respondents and used for
the examination. The overall response rate was 24 percent, which was higher than foreseen.

35
Disclosures:

The disclosures designated that the practically occasionally alluded to internet‐supported HRM
work in the current composing is enrolment and decision. The results demonstrated that there
are no gigantic affiliation size differentiations or basic changes in web arrange the degree that
the obvious criticalness of the web to HR specialists is concerned. Precisely, helping chiefs to
stay instructed is the most huge clarification behind getting the web for HR experts.

Imaginativeness/regard:

This examination has shown that internet‐based HR offers tremendous prospectsto improve
affiliation execution. This paper familiarizes the follower with the expected use of the web to
help HRM.

SENOR EXECUTIVES PERCEPTIONS OF BUSINESS-TO-CONSUMER ONLINE

MARKETING STRTATEGIES: THE CASE IN SINGAPORE: THOMPSON S.H. TEO
(2002)

This paper addresses one of the underlying scarcely any assessments on Internet advancing
methods of (B2C) firms in Singapore. A survey was sent to CEOs/displaying managers of 410
firms, of which 91 usable responses were procured. The outcomes of dynamic backslide
examinations show that philosophies to attract customers and to associate to customers have
basic positive associations of online brand esteem (described as "a ton of brand assets and
accountabilitiesassociated with a brand, its name and picture that incorporate or deduct from
the value gave by a thing or organization to a firm and moreover to its customers"). Likewise,
online brand esteem is emphatically related to cash related turn of events. Repercussions of the
results are conversed.

THE ACTIVE NATURE OF SURVIVAL DETRMINANTS IN E-COMMERCE: RALITZA

NIKOLAEVA (2007)

36
The exuberant impacts of endurance components in internet business are tried utilizing
longitudinal insights on 460 e-trailers. This is accomplished through the joining of both time-
changing covariates and coefficients in a discrete risk rate model. The model incorporates
components of serious methodology, industry structure, firm and item qualities, and the large
scale condition. The examination shows the changing impact after some time of components
influencing endurance. For instance, request of passage points of interest is watched, however
they are fleeting. This discovering shows that e-posteriors can't depend on early passage as a
key move over the long haul. E-trailers with more media nearness appear to endure longer.
Being traded on an open market and selling items with computerized qualities present focal
points for e-tailors just first and foremost years, yet they are not maintainable over lengthy
timespan periods. Continuance chances decline with cutting edge serious thickness, market
advancement rate, and value market level at the hour of passage. The, monetary development
will in general increment endurance possibilities. The investigation likewise finds an upset U
connection between the risk of exit and firm age. The end area talks about the ramifications of
the time-changing nature of endurance determinants.

NOTICE OF WITHDRAWAL ANATOMY OF INTERNET PROMOTION MIX: A

HOLISTIC PARADIGM: RASHAD YAZDANIFARD AND ARASH NAJMAEI

For quite a long time, advertising blend has been at the center of promoting the board.
Advertisers have consistently strived to plan their promoting blend all the more successfully
and execute those techniques all the more seriously. In this sense over past decades traditional
promoting blend has been explained consistently in writing yet we are living in the worldwide
town and Internet is clearing all parts of business and showcasing isn't an exemption. Web
promoting is progressively pulling in care from chiefs and scholastics as a vital collection of
contemporary showcasing. This paper tends to this issue and embraces an extensive writing
audit to extricate and clarify principle develops of Internet showcasing blend (IMM) and
expand building obstructs this idea. Accordingly this examination proposes a life structures for
IMM to be additionally utilized by different specialists and experts in contemplating Internet
showcasing and defining promoting systems.

37
MARKET ALIGNMENT AND INTERNET LINKED COGNITIONS: INSIDE THE MINDS
OF SMALL COMMERCIAL MANAGERS: KEVIN CELUCH, ANNA M. GREEN AND
CRAIG EHLEN (2010)

Yet both market bearing and the Internet join at critical procedure execution locales, amazingly,
these two spaces have not been generally planned. With exhibit heading's consideration on the
use of info related with publicize accomplices and the Internet's capability to empower
correspondence and relationship with both internal and external accomplices, it looks good to
examine these two domains in show. The momentum research makes and tests an applied
model explaining associations among publicize course and Internet-related insights for
administrators in little to medium estimated firms. An appraisal of the market course. Web use
relationship adds to considerate the method of how a noteworthy indispensable heading
grandstand course changes over into a key legitimate limit: Internet usage.

38
 RESEARCH DESIGN

3.1 STATEMENT OF PROBLEM

As e-commerce is emerging trends in the country which needs a lot of insights and strategizing
to give better e-commerce service to the customers purchasing the products through the
website.

3.2 NEED OF THE STUDY

There always arises a problem that requires constant analysis and rectification, in this study
there arises a problem that customers face whilst they do shop online or in other words thorough
the use of ecommerce. A lot of these problems can be resolved only when there is attention to
detail and constant observational research put in by the marketers. With the intervention of
strategies, a lot of these problems can be resolved in no time, thus arising its need.

3.3 OBJECTIVES OF THE STUDY

 To find out ways to boost revenue.

 To increase customer service.

 Better experience.

 To synchronise inventory.

 Better on-site communication

 Better logistic synchronisation.

 Better product offering.

39
3.4 SCOPE OF THE STUDY

The study is conducted to capture larger audience through e commerce facility by providing
the customers with 24/7 access to the website and the customer support, with better brand
options and a variety of wide range products, good hands of approach for customer service,
better market and consumer penetration which will also eliminate fixed costs on a large scale.

3.5 RESEARCH METHODOLOGY

The chief measures for the validity of any research study lies in its style. An enquiry would
prove a failure if it is not done along certain methodical lines. The method of study adapted to
carry out the project work is mainly through a personal conversation with the company
manager. The study comprises of the company’s operation and techniques followed by them.
The data is collected from sampling which is analysed and further reduced to tables and graphs
to make a pictorial and easier to grasp and understand the data represented in graphical form.

DATA COLLECTION:

The data is composed through both primary and secondary bases. The secondary external
valuable information is collected from different data sources which were later used in the
analysis and the interpretation of the study. The primary sources of data is collected through
observation of the tasks being performed and through one on one interaction with the industry
experts.

3.6 HYPOTHESES

Hypotheses 1:

H0: there is a need to strategize the sales and marketing of Puma and its rivals.

H1: there is no need to strategize the sales and marketing of Puma and its rivals.

Hypothesis 2:

H0: the positive customer responses in relation to what Puma offers to its customers.

H1: the negative customer responses in relation to what Puma offers.

40
The plan of analysis of the study is done as follows:

 Planning the study.

 Collection of the data from different primary and secondary sources.

 Preparing the study by analysing the data.

 Execution of the data

 Interpretation of the collected sources

 Providing conclusions and suggestion on the data been analysed

3.7 LIMITATIONS OF THE STUDY:

 Time constraints

 Technical complexity

 Lack of external support from consignment website

 Lack of adequate information

 The data interpreted is historical data and which may differ with the current data.

 The sales are a variable constraint in a business environment which may differ accordingly.

41
3.8 CHAPTER SCHEME:

CHAPTER 1: INTRODUCTION

This section comprises entirely about the theoretical background of the study that has been
conducted. It contains insights about e-commerce, the factors influencing it and the pros and
cons of e commerce in the market.

CHAPTER 2: PROFILE OF THE ORGANISATION

Profile of the organisation gives the information about the particular company here, the profile
of puma is giving with the brand values its mission, vision statements and the swot analysis
conducted about the company.

CHAPTER 3: REVIEW OF LITERATURE AND RESERCH DESIGN

This chapter provides insights on the data collection, the sources of data, statement of the
problem, methodology, plan of analysis that shows how the study is planned and the limitations
of the study.

CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

This part provides the statistical data that has been reduced in the form of tables and graphs
making is easier to understand the secondary data collected.

CHAPTER 5: FINDINGS, SUGGESTIONS AND CONCLUSIONS

This chapter shows the finding on the basis of the analysis that was reduced down to the
pictorial representation providing insights on the need for the study and suggestions on the
same and also providing conclusions on the entire study.

42
 DATA ANALYSIS AND INTERPRETATION

INTRODUCTION:
The following data was procured by conducting a survey for quantitative information that can
be transformed into meaningful and useful pictorial representation that is easy to understand
and derive interpretation on which further suggestions and conclusions. It aims at finding out
the importance and meaning of the data so that proper evaluation of the data can be obtained.

DATA ANALYSIS:

The process of assessing data using analytical and logical perceptive to examine each module
of the data collected. This system of analysis includes data collection and data review and then
analysed to form findings and conclusions and also to provide certain suggestion on the basis
of the data collected.

INTERPRETATION:

Data interpretation denotes to the process of reviewing and defining the implication of
important material. Interpreting the data is an important critical thinking skill that is the process
of making sense of arithmetical data that has been composed, analysed and presented. It is the
action of analysing and construing data in order to make forecasts and comprehending the vast
data been collected. The presented data being interpreted forms the basis to provide conclusions
and suggestions on the data been collected.

43
PROCESS OF DATA ANALYSIS AND INTERPRETATION:

TABLE SHOWING CUSTOMER PREFERENCE RELATING TO A PRODUCT

Preference Respondents Percentage

65.35
Product Offering 100
34.64
Discount 53
100
Total 153

Table 4.1

44
GRAPH SHOWING CUSTOMER PREFERENCE RELATING TO A PRODUCT

Graph 4.1

The interpretation of the above lets us conclude that consumers prefer a larger variety than
discount, but promulgating a good mix of variety with off-selling discount and good
categorization of business units will drive sales. This should be implemented across all
platforms including marketplace sites, home websites

45
TABLE SHOWING OPTIMUM DELIVERY TIME ACCORDING TO CONSUMERS

Optimum Delivery Time Respondents Percentage

51.78
3 Days 87

5 Days 54 32.14

7 Days 19 11.30

7 Days more 8 4.76

Total 168 100

Table 4.2

GRAPH SHOWING OPTIMUM DELIVERY TIME ACCORDING TO CONSUMERS

Graph 4.2

On the basis of the above information we can conclude that preference for optimum time for
delivery is 3days, followed by 5 days.
With robust and well spread out network PUMA can easily benchmark 3- 5 days as its optimum
time for delivery as this will be very lucrative and pivotal for the performance of the its website
this will help in increasing sales and revenue and will also generate larger traffic.

46
TABLE SHOWING CHOICE OF SHOE BRAND

Percentage
Brand Respondents
Adidas 63 25
Nike 73 29
Puma 70 28
Reebok 33 13
Other 12 5
Total 168 100

Table 4.3

GRAPH SHOWING CHOICE OF SHOE BRAND

Graph 4.3

The interpretation of the above allows us to conclude consumers are inclined towards Nike,
Puma & Adidas with 29%, 28% and 25% respectively. Reebok salvaging about 13% and other

47
brands like converse, Clarks etc at 5%. Nike has an edge due to its Jordan segment and large
offering of high-top shoes which are in demand, Adidas too with its collaborative segments is
not much behind Puma. In order to gain market superiority Puma must offer more high tops
and collaborative designs in appropriate channels and stores and must ensure timely and
effective marketing to ensure awareness among the consumers.

TABLE SHOWING THE CHANNEL OF PURCHASE

Channel Respondents Percentage

Brick and Mortar 76 50

Online 76 50

Total 152 100

Table 4.4

GRAPH SHOWING THE CHANNEL OF PURCHASE

Graph 4.4

The interpretation of the above table and chart lets us conclude that consumers shop online and
in stores equally, Puma should equally look to invest in both channels but a bit more in E-
commerce as its growing and helps capture more consumers per view, the company should

48
look to offer its products on different websites such as Koovs which it does not have a listing
to expand reach and look for ways to divert traffic on to its site also putting up deliverable
brand content on the former will be a good move .

TABLE SHOWING USAGE OF DIFFERENT FORMS OF SOCIAL MEDIA

Particulars Percentage Respondents
Facebook 46.8 70
Instagram 80.8 122
Snapchat 48 72
e-mail 0.6 1
WhatsApp 3.7 5
Twitter 0.6 1
Hike 0.6 1
Total 100 152

Table 4.5

49
GRAPH SHOWING USAGE OF DIFFERENT FORMS OF SOCIAL MEDIA

Graph 4.5

The maximum users of Instagram are more as compared to the other social media applications
as Instagram is the most trending social media application.

TABLE SHOWING THE AVERAGE AMOUNT SPENT ON SHOES BY THE CUSTOMER

particulars percentage Respondents
below 2999 24.4 37
2999-4999 26.3 40
4999-6999 19.2 29
6999-9999 13.5 20
9999-12999 9.6 14
12999 and above 7.1 11
Total 100 152

Table 4.6

50
GRAPH SHOWING THE AVERAGE AMOUNT SPENT ON SHOES BY THE CUSTOMER

Graph 4.6
The maximum masses spend money up to 5000 that shows even if the price for the product is
high and the product is best towards the quality the customer is ready to purchase the product.

TABLE SHOWING KNOWLEDGE OF CUSTOMERS ABOUT NETFIT TECHNOLOGY

particulars percentage respondents

Yes 48.1 77

No 51.9 83

Total 100 160

Table 4.7

51
GRAPH SHOWING KNOWLEDGE OF CUSTOMERS ABOUT NETFIT TECHNOLOGY

Graph 4.7

The above observation states that the customer with the higher percentage is not aware of the
netfit shoe technology that shows the loopholes in the promotional ability and lack of creation
of awareness among the customers from the side of the company
TABLE SHOWING THE ICONIC SNEAKERS OF ALL TIME
Particulars percentage Respondents
Superstars 28.9 45
Suede 36.2 57
Both 34.9 53
Total 100 158

Table 4.8

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GRAPH SHOWING THE ICONIC SNEAKERS OF ALL TIME

Graph 4.8
The observation of the above graphical representation shows that maximum respondents take
suede as the known brand in competition for superstars with a percentage of 36.2% and 34.9%
of the respondents agreeing to both being on same level of competition.

TABLE SHOWING BRAND SELECTION ON THE BASIS OF OVERALL

PERFORMANCE
Puma Adidas Nike Reebok Sketchers
Quality 51 50 48 5 1
Comfort 44 45 52 7 4
value for money 60 37 42 10 3
style and design 54 37 52 4 6
technology 53 26 61 7 4
celebrity endorsement 58 35 44 12 4

Table 4.9

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GRAPH SHOWING BRAND SELECTION ON THE BASIS OF OVERALL
PERFORMANCE

Graph 4.9

The observation states that puma brand beats the other brands on the basis of the overall
performance where Nike brand has beaten puma with regard to the technology and comfort of
the product

TABLE SHOWING KNOWLEDGE OF RESPONDENTS ABOUT SHIVANI BARUAH

particulars percentage respondents
Yes 28.1 44
No 71.9 114
Total 100 158

Table 4.10

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GRAPH SHOWING KNOWLEDGE OF RESPONDENTS ABOUT SHIVANI BARUAH

Graph 4.10

According to the above graphical representation the maximum of respondents have no idea
about Shivani Baruah
Shivani Baruah was an advertisement strategy being which the masses have no knowledge
about it shows the inability of the company to reach the customers about the brand or products

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TABLE SHOWING LEVEL OF AGREEMENT
strongly agree neutral disagree strongly
agree disagree
Discount 79 58 13 5 1
try products before purchase 46 62 24 19 5
product look in reality 55 63 24 8 6
unsafe policies 30 59 21 27 7
size constraint 46 65 30 11 4
time consuming in return 46 64 29 9 8
policy
convenience to shop and 50 67 32 4 3
compare

Table 4.11

GRAPH SHOWING THE LEVEL OF AGREEMENT WHICH AFFECTS YOUR ONLINE

PURCHASE DECISION

Graph 4.11

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TABLE SHOWING THE ONLINE CHANNEL CUSTOMERS USE FOR THE PURCHASE
OF SHOES
particulars percentage respondents
Myntra 45.8 72
Koovs 18.1 28
Snapdeal 12.9 20
Jabong 22.6 36
Amazon 68.4 108
Total 100 158

Table 4.12

GRAPH SHOWING THE ONLINE CHANNEL CUSTOMERS USE FOR THE PURCHASE
OF SHOES

Graph 4.12

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TABLE SHOWING THE FREQUENCY OF CUSTOMERS SHOPPING ONLINE
Particulars percentage Respondents
once a week 8.4 13
Monthly 30.5 48
Quarterly 22.7 35
semi-annually 14.9 23
Annually 5.2 8
during sale 13.5 21
Everyday 1 1
no online shopping 1 1
when given the opportunity to buy something new 1 1
as per need 1 1
Occasion 1 1
Depends 1 1
when needed 1 1
Total 100 158
Table 4.13

GRAPH SHOWING THE FREQUENCY OF CUSTOMERS SHOPPING ONLINE

Graph 4.13

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TABLE SHOWING INFORMATIVE DESCRIPTIONS ABOUT THE PRODUCTS
particulars percentage respondents
Yes 69 110
No 31 48
Total 100 158

Table 4.14

GRAPH SHOWING INFORMATIVE DESCRIPTIONS ABOUT THE PRODUCTS

Graph 4.14

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TABLE SHOWING THE RATE OF PURCHASE OF PRODUCT THROUGH BILLBOARD
ADVERTISEMENT
particulars Percentage respondents
1 11.1 18
2 24.2 38
3 41.2 65
4 17 27
5 6.5 10
Total 100 158

Table 4.15

GRAPH SHOWING THE RATE OF PURCHASE OF PRODUCT THROUGH BILLBOARD

ADVERTISEMENT

Graph 4.15

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TABLE SHOWING BRAND RANKINGS IN TERMS OF PURCHASE PREFERENCE
1 2 3 4 5
puma 37 40 36 20 23
Nike 44 40 33 22 17
adidas 26 44 40 28 18
reebok 22 39 45 38 12
sketchers 30 29 35 34 28

Table 4.16

GRAPH SHOWING BRAND RANKINGS IN TERMS OF PURCHASE PREFERENCE

Graph 4.16

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 SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSIONS

5.1 FINDINGS OF THE STUDY

After much analysis and study mentioned below are the integral findings affecting the
performance of the organization

 The sale of puma footwear segment at high discounts by Online Retailers.

 Website lacks content and is not exciting to browse and navigate

 Competitor brands like Nike and Adidas selling at a higher ASP (Average Selling Price)

than Puma on the same online portals

 Consumer perception of the Brand is – Low Price and Low Value (Quality).

 Social media Marketing is Weak, People are not much aware of the technology used in
website for its Products.,

 Product offering in the higher segment (high end) is weak.

 Blogging is not demographically impactful and not relevant to ideology of the company

 Puma lacks presence on major websites like koovs.com

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Perpetual Mapping

Analysis: The perpetual mapping analysis helps us conclude that puma offers high Quality at
low price whereas fellow competitors are opposite explaining their respective larger revenues

5.2 SUGGESTIONS

 Reduce the product offering in MRP range below Rs. 2,999.

 Increase Product Offering by Online Retailers in range of Rs 3,000- Rs. 4,500

 Limit the number of options for lower range.

 Increase depth of Options.

 Discontinuation of certain styles:

– PUMA Men Black Atom III DP Running Shoes

– PUMA Men Navy Harbor Fashion DP Running Shoes

 Market Mainline Exclusive Online Styles.

 Restrict the percentage of discount offered on products.

 Buy Projection for AW18 and SS19, for Myntra and Flipkart.

 Offer Motorsports on Flipkart, differentiating factor for Puma.

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 More Content Required on B2C sites and social media to lure traffic

 Employ Bloggers demography wise with a large following to showcase forwards

5.3 CONCLUSION

In depth analysis of the organization helps us to conclude that the company has a strong
presence in the e-commerce sector in order to cement and grow at a constant pace , Puma must
execute the recommendation and address the finding illustrated in the report rigorously making
it a course of action.

Puma must continue to add product lines and add to the technical aspects of the website to
improve experience as seen by its European and American counterparts where the shopping
experience on its home website is exceptional.

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 BIBLIOGRAPHY

 http://www.accaglobal.com/uk/en/student/exam-support-resources/professional-
exams-study-resources/strategic-business-leader/technical-articles/e-commerce.html

 http://www.accaglobal.com/us/en/student/exam-support-resources/professional-
exams-study-resources/p3/technical-articles/E-commerce.html

 https://www.bigcommerce.com/blog/ecommerce/

 www.puma/a.com

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 ANNEXURES
Questionnaire

Q1. Which of the accompanying elements impact your decision?

A) Price
B) Style
C) Advertisement
D) Quality
E) Others

Q2. Which brand do you like?

A) DC
B) Skechers
C) Puma
D) Under Armour
E) Others

Q3. Do you possess puma footwear?

A) Yes
B) No

Q4. How well would you say you are happy with your puma footwear?

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A) Very happy
B) Happy
C) Fairly Happy
D) Not by any stretch of the imagination

Q5. Does puma brand name mirror its item quality?

A) Agree
B) Disagree

Q6. What do you anticipate from puma?

A) Good quality shoes

B) Comfortable shoes
C) Attractive looking shoes
D) Limited version shoes'
E) Others

Q7. Do you ordinarily switch over from brand to another brand?

A) Yes
B) No

Q8. What sort of advancement devices do you like?

A) Coupons
B) Gifts
C) Discounts
D) Buy one get one free
E) Others

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Q9. On the off chance that the costs are expanded will you stick to?

A) Same brand
B) Cheaper brand
C) Any other brand

Q10. Do you purchase puma shoes through Ecommerce?

A) Yes
B) No

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